Original report · Updated October 5, 2026
How Luna Studio decides between a Custom Website, a Custom Web App, and a Full Stack SaaS — and exactly what moves a project's scope and starting price. This documents our own scoping framework, not a market-wide survey.
By Luna Studio · Service framework and pricing, not independent market research. No individual reviewer or professional credential is claimed.
Luna Studio's starting project prices are $397 for a Custom Website, $997 for a Custom Web App, and $1,997 for a Full Stack SaaS. Choose a website to explain an offer and collect inquiries, a micro app for one focused workflow, or a full stack app for accounts, permissions, and multiple connected journeys. These are starting prices, not fixed quotes or industry averages.
Methodology
This report reflects Luna Studio's own project-scoping practice: the same framework we use internally to recommend a Custom Website, Custom Web App, or Full Stack SaaS and to explain what changes a starting price. It is not a statistical survey of the broader website-design market, and it does not claim to represent other agencies' pricing or process.
The three tiers and the scope factors below are the same ones used across our packages and service pages. When we update our scoping framework, this report is updated to match — the date above reflects the version currently in use.
The three starting tiers
Custom Website
$397starting
The website is the core digital presence and the job is to explain the offer and generate an inquiry.
Custom Web App
$997starting
One repeated, valuable workflow is the bottleneck — a calculator, portal, booking flow, or qualification tool.
Full Stack SaaS
$1,997starting
The product needs accounts, persistent data, permissions, or multiple connected workflows.
Scope factors
| Factor | Effect on the build | Typical tier signal |
|---|---|---|
| Pages beyond the core set (services, proof, FAQs, contact) | Adds content production and information-architecture time. | Usually stays Custom Website; can extend its scope and timeline. |
| Booking, quoting, or intake logic | Needs qualification questions, availability rules, and a follow-up path — not just a form. | Often moves the project to Custom Web App. |
| Online payments (one-time or recurring) | Needs checkout states, confirmation handling, and error recovery. | Often Custom Web App; recurring or multi-product commerce can push to Full Stack SaaS. |
| User accounts or data that must persist across visits | Requires authentication, session handling, and a real data model. | Moves the project to Full Stack SaaS. |
| Multiple connected workflows or role-based permissions | Requires a broader product foundation instead of one isolated feature. | Moves the project to Full Stack SaaS. |
| Additional languages | Adds content and translation scope on top of the existing structure. | Applies to any tier; does not change the tier by itself. |
| Third-party integrations (CRM, calendar, payment processor, email) | Adds setup, credential management, and testing time. | Applies to any tier; more common in Custom Web App and Full Stack SaaS builds. |
Not sure how these factors apply to your project? The website scope calculator walks through them in a few questions and points to a starting tier.
You're welcome to cite the tiers, scope factors, or figures above. A suggested citation:
Luna Studio. "Small-Business Website Scope & Starting-Price Report." Updated October 5, 2026. https://lunastudio.dev/report/website-scope-and-pricingFrequently asked
No. It documents Luna Studio's own scoping framework — how we decide between Custom Website, Custom Web App, and Full Stack SaaS, and what specifically changes a project's scope and price. It describes our published service framework, not independently measured client outcomes or a claim about the entire industry.
Three starting points make the first conversation faster and more honest. The final price still depends on confirmed pages, content, integrations, and data needs — the tiers just anchor the smallest useful build for each situation.
Yes. Many projects begin as a Custom Website and add a Custom Web App later once a specific workflow proves it needs its own focused interface. Starting narrow is usually cheaper than guessing broad.
It is reviewed as our pricing or scoping framework changes, not on a fixed schedule. The current version reflects the framework in place as of the date shown above.
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